Superior Marketing

While it’s not actually hard to sell burgers, fries & shakes as delicious as ours, we’ve made it our mission to know our target market inside and out, and we use that information to create national and local programs and tools to reach them. We focus on increasing awareness with new Guests, increasing frequency with current Guests, and becoming community ambassadors to the schools, teams and churches around us.

Our local marketing campaigns are designed to bring Guests into MOOYAH restaurants. We study each market and use our proven tools to drive initial Guest counts and exposure. You will have access to professionally designed merchandising, promotions, graphics and advertisements intended to reinforce our reputation of serving high-quality products. We will provide you with:

MOOYAH Rewards App participation and support

Consumer research & Guest analytics

Paid media to increase awareness and trial

Public relations coverage for new store openings and other newsworthy events

News Feed

Ready to join the MOOYAH family?

Thank you! We will be contacting you within the next 24 hours.

Michael Mabry

President & Chief Operating Officer

“You need to understand before you can be understood." That is Michael's philosophy based on his lifelong commitment to learning. That commitment can be traced to Michael’s participation in Harvard Business Executive Education program.

Michael Mabry’s first venture into the restaurant industry was a catering business he developed in 1989. In 1992, he joined Brinker International as an Executive Chef for Romano's Macaroni Grill. There he was instrumental in establishing systems that remain a foundation of the business today. While at Brinker, Mabry advanced to General Manager before becoming Director of Franchise in 1998. He created and implemented the global franchise strategy, processes, initiatives and standards for Macaroni Grill.

In March 2003, Mabry took his talent and strategic thinking to Tin Star, where he focused on growing the concept by developing true franchise partnerships. March 2007 marked Mabry’s day-to-day involvement with Cutchall Management Company (CMC). Greg Cutchall chose Mabry to spearhead CMC’s Dallas growth strategy as franchisees of Tin Star and Paradise Bakery.

In late 2009, Mabry joined forces with Brinker and Tin Star alum Rich Hicks at MOOYAH Burgers, Fries & Shakes. Beginning as Director of Franchise at MOOYAH, he was promoted in October 2013 to Vice President of Operations and Franchise Development and now fills the role of COO. Mabry is responsible for MOOYAH's overall growth and operational strategy along with all day-to-day business.

Natalie Anderson Liu

VP of Marketing

Natalie Anderson Liu is Vice President of Marketing at MOOYAH Burgers, Fries & Shakes. She leads all marketing and communication efforts for the MOOYAH brand, including strategic planning, branding, and consumer insights, while supporting franchisees in their local efforts as well. A proven thought-leader, Natalie is recognized for providing innovative and effective strategies to drive the business forward. She is respected by peers and reports alike for her collaborative style and ability to bring together diverse perspectives.

With a master’s degree in communications from The University of Texas in Austin, Natalie worked for The Richards Group as Brand Planner and then spent five years with TracyLocke as Senior Strategic Planner. Working with such brands as Pizza Hut, Nokia, Zales and Fruit of the Loom, Natalie proved her talent for uncovering actionable insights and communicating them creatively to her audiences.

Along with her master’s degree, Natalie holds a bachelor’s degree in Journalism, Art & European Studies from the University of Arkansas, and is proud to root for the Razorbacks over the Longhorns any day of the week, even while residing in Texas.

When she is not diving into a Double Diablo Burger and sweet potato fries at MOOYAH, she enjoys spending time with her husband, Tim, and their three spoiled rescue dogs.

Samir Wattar

VP of Operations

Coming Soon

Dennie Laney

VP of Training & People Development

Dennie Laney is the Vice President of Training and People Development at MOOYAH Burgers, Fries & Shakes. Dennie is also a John Maxwell certified Coach, Public Speaker, and Leadership Professional. Her passion for customer service, leadership development, personal and professional growth, and active engagement in achieving extraordinary results is what led her to the John Maxwell Team. It is these qualities paired with a rich people culture that drew her to the MOOYAH team.

Dennie has spent the past 20 years supporting corporate and operations teams in the training, leadership development, and coaching arenas, speaking to audiences of hundreds of leaders and executives about the value of people. Her passion for the customer experience, for promoting a positive brand image, and for helping teams deliver on these promises, has shaped her long career in the hospitality industry.

Dennie has worked for iconic brands such as Brinker International, Romano’s Macaroni Grill, and G6 Hospitality LLC (Motel 6 Studio 6), elevating leadership excellence at all levels. Dennie has dedicated her career to serving individuals, teams, and organizations desiring to cultivate an environment of building trusting relationships, where authenticity and humility lay the foundation for outstanding outcomes.

Bradie James

Director of Brand Engagement

Bradie James is a 10-year veteran and former defensive captain who maintained an impressive career playing for the Dallas Cowboys and Houston Texans. Bradie, who led the Cowboys in combined tackles six straight seasons from 2005-2010, was drafted by Dallas in the fourth round in 2003. He notched six consecutive 100-tackle seasons and tallied 1,009 tackles in his nine years as a Cowboy, making him the sixth Cowboy player to top the 1,000-tackle mark.

Bradie brings with him a well-established record as a strong business leader – both independently and within a team. Bradie cultivated his leadership skills as an All-American linebacker at Louisiana State University, and refined these talents as team captain for the Dallas Cowboys. Ensuing a successful professional football career, Bradie applied his leadership skills to the business arena as a franchise owner of MOOYAH Burgers, Fries & Shakes in 2011.

Since joining MOOYAH, Bradie has expanded his role and joined the corporate team as Director of Brand Engagement in January of 2016. In this role, Bradie has connected athletes, military veterans and his vast network of entrepreneurs with MOOYAH –a restaurant chain hailing from the Dallas Cowboy’s home turf.

Site Criteria

TRADE AREA DYNAMICS:

Average 3-5-mile trade area, depending on region

Average median income: $75k+

Average household size: 2.6

Healthy daytime population

Close proximity to major retailers, schools, parks, and local attractions

Initial Franchise Fee. The franchise fee for a MOOYAH® Restaurant franchise is $35,000 for all franchisees purchasing their first MOOYAH® Restaurant franchise. The franchise fee for a second or later MOOYAH® Restaurant franchise is $25,000 for all franchisees.

Rent and Security Deposit; Leasehold Improvements. MOOYAH® Restaurants are typically located in commercially zoned shopping or entertainment areas. Due to the cost of land acquisition and new construction, the premises for MOOYAH® Restaurants are normally leased. We assume that you will lease the premises for the Restaurant and do not include costs of land acquisition and 16 construction of a building. The leasehold improvements estimate is based on the cost of adapting our prototypical architectural and design plans (including architect fees) to a facility containing approximately 2,300 square feet. The leasehold improvement estimate will be affected by various factors like the location of the Restaurant, local market conditions, wage rates, and whether you must use union labor. The estimates assume that the landlord will provide connections to adequate electrical, gas, water and sewage service. Your actual costs may or may not include site preparation and finish-out costs, depending on the arrangements you negotiate with your landlord. If your landlord contributes to the cost of finish-out, total leasehold improvement costs could be reduced by up to $50 per square foot; last year our franchisees realized actual tenant improvement allowances of between $40,100 and $90,530. These estimates may vary substantially based on your ability to negotiate with your landlord and your financial strength, as well as on local commercial leasing and labor rates and other local conditions. We require franchisees to use our approved supplier to prepare the initial layout for the Restaurant, and we encourage, but do not require, franchisees to use this approved supplier to prepare all architectural drawings and plans for the Restaurant. If you engage an architectural firm other than our approved supplier to prepare the Restaurant€™s architectural drawings and plans, the final drafts of these drawings and plans must be reviewed and approved by our approved supplier at your expense to ensure compliance with our specifications. These additional review costs are not included in this estimate.

Furniture, Fixtures, Equipment and Signage. These amounts include the cost of the furniture, fixtures, equipment, decor items and signage required for your MOOYAH® Restaurant.

Initial Training Costs. We provide initial training to the first three people at no additional charge. Therefore, these amounts include only your out-of-pocket costs for the training of these people. You must pay all expenses you or your employees incur in the initial training program, like travel, lodging, meals and wages. These costs will vary depending upon your selection of salary levels, lodging and dining facilities, mode and distance of transportation, and the wages payable to your employees. If you register for and fail to attend the initial training program, or if you cancel a registration for the training program with less than 10 business days€™ notice, you must pay a nonrefundable cancellation fee of $100 per person.

Computer Hardware and Software. This amount includes the cost of computer hardware and software that you must use in the operation of your MOOYAH® Restaurant. Our estimate also includes the set-up fee charged for online and text message ordering.

Initial Inventory/Supplies. We estimate that this range will cover the cost of certain small wares including utensils and dishes. This estimate also includes the cost of food, beverages, condiments and supplies for approximately the first 2 to 10 days of operations. This may also include the setup fees for programs related to the marketing and advertising for your restaurant,.

Professional Services. This estimate includes the cost to establish an entity to hold the franchise and review the franchise documentation. The cost of professional services can vary widely. We strongly encourage you to engage an attorney and/or accountant to help you review and evaluate this franchise offering.

Grand Opening Promotional Expenses. You must carry out a grand opening promotion for the Restaurant in compliance with our written specifications within 4 weeks of opening. We must approve all advertising items, methods and media. At our request, you must give the grand opening promotional money to us and we will conduct the campaign on your behalf.

Insurance. This amount represents an estimate of the down payment on your annual insurance premiums. You must obtain the insurance coverage we require, which may be periodically 17 changed. We must be named as an additional insured on these policies. Your cost of insurance may vary depending on the insurer, the location of your Restaurant, your claims history, and other factors.

Licenses and Permits. These are estimates of the costs for obtaining local business licenses which typically remain in effect for one year. These figures do not include occupancy and construction permits which were included in the leasehold improvement costs, nor does it include the cost of a liquor license. The cost of these permits and licenses will vary substantially depending on the location of the Restaurant.

Additional Funds. You will need additional funds during the start-up phase of your business to pay employees, purchase supplies and pay other expenses. We estimate the start-up phase to be three months from the date you open for business. These amounts do not include any estimates for debt service or payroll costs, and it does not include any revenues you may earn during the three month start-up phase. You must also pay the royalty and other related fees described in Item 6 of this Disclosure Document. These figures are estimates, and we cannot assure you that you will not have additional expenses. Your actual costs will depend on factors like your management skills, experience and business acumen. You should base your estimated start-up expenses on the anticipated costs in your market and consider whether you will need additional cash reserves. You should review these figures carefully with your business advisor.

Total. Unless otherwise stated above, these estimates are subject to increases based on changes in market conditions, our cost of providing services and future policy changes. At the present time, we have no plans to increase payments we control. These are only estimates and your costs may vary based on actual rental prices in your area, and other site-specific requirements or regulations. The costs outlined in this Item 7 are not intended to be a forecast of the actual cost to you or to any particular franchisee.

We do not offer any financing for your initial franchise fee or any portion of your initial investment. Unless otherwise stated, the amounts described above are not refundable.

We have not included a separate table for the initial investment if you sign a Multi-Unit Operator Agreement. In addition to the Development Fee described in Item 5, a Multi-Unit Operator will incur the estimated investment described above for each Restaurant it develops, subject to inflation and other increases over time. If you are a Multi-Unit Operator, your professional fees (such as legal and financial) will probably be higher.

Husband & Wife

Chuck & Denise Kerr

You could say Chuck and Denise Kerr are involved in a love triangle. Because along with being married to each other, they’ re both involved with MOOYAH Burgers, Fries & Shakes. How did this tasty trio form? Well, after deciding corporate America wasn’ t for him, Chuck was looking for his next move. When his wife called to rave about the food at MOOYAH, he knew they were falling in burger love.

“MOOYAH has supported us on many different levels,” Chuck said. “If I have any issues, MOOYAH is on the phone, driving it up the channel and trying to get resolutions. They’ re putting me in front of who I need to talk to if I need to talk. They’ re constantly trying to negotiate better quality products, from the food to everything else.”

The brand has become a family affair for Chuck and Denise, with their two daughters working at their first location.

At MOO Con 2014, the Kerrs won the “Rookie of the Year Award,” and at MOO Con 2015, they were awarded “Operator of the Year.” And in our book, they’ re “Couple of the Year” every year.

Brothers

Kaleb & Khai Duong

As brothers, Kaleb and Khai grew up sharing many things – clothes, bedroom, a girlfriend (Oops. Sorry, Khai, if you’ re just now finding that out). And now they share in MOOYAH Burgers, Fries & Shakes.

“Kaleb had eaten MOOYAH several times while visiting Dallas,” Khai remembered. “He loved the food, called me up in New Orleans, and said, 'Khai, we got to open up one of these in New Orleans.”

MOOYAH treated the brothers like family from the beginning, and the brand’ s dedication to its franchise partners continues today as they purchase more locations and open more territories in the Louisiana market.

“We have a franchise consultant who comes down here once a month, calls us up constantly, will text us to make sure everything’ s okay, to make sure our guests are getting the best of everything,” Kaleb said. “They want the best for us franchisees, and they want the best for our guests.”

The Duong brothers earned “Rookie of the Year” at MOO Con 2015 and “Franchise of the Year” at MOO Con 2016. Yep, they just keep on sharing.

Father & Two Sons

Kullman Family

Brothers Jason and Josh always wanted to inherit the family business. Problem was, there was no family business. So they joined with their father to invest in one. Family patriarch Jeff Kullman explained how one of his sons brought MOOYAH Burgers, Fries & Shakes to the family’ s attention.

“We were looking at different franchise concepts, and our oldest son read an article in a trade publication about MOOYAH,” he said. “One of the things that was important to him was model efficiency, and that’ s what MOOYAH had.”

That, coupled with the model’ s simplicity and strong profit potential, has put the Kullmans on the path to success. Jeff went on to highlight how MOOYAH offers franchisees more than just a superior product for customers.

“They’ re extremely supportive, from advertising and marketing strategies to helping with any operational challenges,” he said. “Most importantly, they’ ll listen to you. The executive team has an open-door policy –it’ s not a challenge to get a hold of them or have them respond to your situation and needs. It’ s what I would assess as a true partnership.”

At MOO Con 2012 and 2014, the Kullmans won “Operator of the Year,” and at MOO Con 2015, they were awarded “Franchisee of the Year.”

Brothers-In-Law

Frank & Bailey

Brothers-In-Law Bailey McGuire and Frank Sciuto share an extended family, and part of that family is MOOYAH Burgers, Fries & Shakes. It all started when Sciuto was doing some real estate work for the brand.

“I was living in Chicago at the time doing marketing, and we had always bounced ideas off each other about starting our own business,” McGuire said. “He came to me with the opportunity. I quit my job in Chicago, moved back to Texas and we opened our first location.”

The bruhs’ first MOOYAH was only the 12th location for the brand at the time,but from the beginning Bailey and Frank were able to concentrate on the bigger picture thanks to MOOYAH’ s attention to detail.

“I can trust them 100 percent to deliver the great food customers love, and I get to focus on other parts of my business, like marketing and getting involved with the community,” McGuire said.

Frank and Bailey earned “Rookie of the Year” at MOO Con 2012, “Hometown, Home Team Award” at MOO Con 2015 and “Operator of the Year” at MOO Con 2016. Yes, marrying into the MOOYAH family has paid off.

Cousins

Matt Rusconi & Dave Vorchhiemer

While a union between cousins is usually frowned upon, this one gets everyone’ s approval. Matt Rusconi and David Vorchheimer had been franchisees at other concepts before joining together with MOOYAH in 2011.

“MOOYAH is a fun brand. It’ s colorful, family...and community oriented,”stated Rusconi, describing his initial attraction to MOOYAH. “Also, the risk-reward factor was appealing because we were able to lock down a lot of territory, which is an opportunity that only comes with a young brand. With more mature brands, you have to take what’ s left.”

Rusconi and Vorchheimer, now the Development Agents in the state of Connecticut, are looking to the future with MOOYAH as the brand grows.

“Communicate,” said Rusconi, on developing relationships between yourself and the franchisor. “Keep an eye on the ultimate goal...a successful brand where both sides prosper.”

Matt and Dave earned the “Hometown, Home Team Award” at MOO Con 2012 and 2014, for treating their guests like part of their family.

Husband & Wife

Loren and Michael Katzman

What’ s the secret to a successful marriage? Love. Love for burgers, that is. And it’ s worked for Loren and Michael Katzman. They’ ve been part of the MOOYAH family since the early stages of the company. Having been in the restaurant industry for over 30 years prior to joining MOOYAH, Loren definitely knew what she was doing when she hopped on board.

“The concept is so fun and easy, and the quality of the food is incredible,” Loren explained. “You’ ll never get bored with MOOYAH because you can always eat something different. People love that about the brand.”

Katzman is both a Development Agent in Northern California and a franchisee with MOOYAH. With her experience and expertise in the industry, she is a great addition to the MOOYAH family and is looking to grow the entire area.

“My husband and I had looked at other franchise concepts, but we chose MOOYAH because of our positive experience with the brand.” Katzman stated, “The things that drew me to MOOYAH were things that I already encompassed every day for the past 30 years...MOOYAH offers things that many other places don’ t have. We’ re a kid-friendly environment, we offer healthier, better-quality alternatives than many other fast-casual restaurants, and we appeal to many active health-conscious guests in the area.”

At MOO Con 2016, the Katzmans won “Highest Comp Year Over Year.” See, we told you it was a successful relationship.

Father & Two Sons

The Bergesons

The restaurant business is in the Bergesons’ blood (not literally, that would be gross). Growing up, Randy Bergeson’ s mother and father ran an Italian restaurant. Before joining forces with MOOYAH Burgers, Fries & Shakes, Randy had already managed Hardee’ s and Culver’ s locations and had owned three Subway locations for many years. MOOYAH drew his attention as his next venture due to the family appeal and hospitality.

The MOOYAH partnership came to fruition as Randy’ s two sons expressed interest in owning and operating a restaurant they could grow with.

“Subway is a great concept but we thought it would be fun and interesting to be part of something that might have great potential as something new and different,” Bergeson said.

“The folks we tend to attract to our concept are very guest-service oriented,”stated Ardag Tachian, Development Agent for Wisconsin. “Hospitality is very important to the Burgesons.”

At MOO Con 2016, the Burgesons were named “Rookie of the Year,” although they’ re hardly newbies when it comes to the food biz.

Father, Son & Daughter-In-Law

The Barrow Family

Denney Barrow likes his daughter-in-law so much, he went into business with her (his son came along with the deal). Yes, Denney joined the MOOYAH team in 2012 with his daughter-in-law Carrie and son Jordan.

“It was important for us to find a franchise concept that still allowed us to run a family business, like we always have,” said Denney. “MOOYAH was the perfect fit for the Birmingham community and our family. We have purchased the rights to expand the brand throughout Alabama and look forward to continuing that development into even more communities around our state.”

You read that right, the Barrows plan to develop and grow with MOOYAH through the entire Heart of Dixie. And they are proud owners of MOOYAH’ s 100th location in Tuscaloosa, AL.

“MOOYAH continues to expand, grow and thrive by attracting experienced business owners with strong community ties like the Barrows,” said Michael Mabry, President of MOOYAH.